Success Stories

nSpired Natural Foods

Challenge
nSpired Natural Food is the parent company for a group of natural food brands. The company is continually expanding and adding new brands, but until recently, didnít have a way to generate media coverage to support the launch of these new brands, or for their more established ones. The company realized that the quantity and timing of these product launches and category events was a challenge far too great to manage on their own. So they turned to Straus Communications to help differentiate their many brands in the marketplace.

Strategy
Straus stepped in to manage and integrate this complex set of brands and products into a cohesive structure. The first order of business was to delve into our clientsí world of tasty treats (chocolates, nut butters and salty snacks) and determine the most compelling product and category messages. (Yum!)

We then matched the appropriate messages to relevant health and culinary market trends. This would provide a focal point to help consumers better understand each brand. For example, we took the Maranatha Nut Butters and presented them as an alternative to peanut butter, a current hot trend in food. For the Cloud Nine family of chocolates, we focused on the companyís long history in artisan chocolate to capitalize on the marketís current obsession with boutique chocolates. Straus then worked to get the messages out to the trade, the press, and internally at nSpired.

Methodology
Over chocolate dipped in almond butter, we developed press kits, fact sheets and digital pressrooms for all brands. We then prepared and distributed materials to that media which made it easy for journalists to grasp each category and write about the related nSpired product.

Our aggressive media outreach and pitching linked nSpiredís specific brands to associated trends and stories. We also developed a strategy for tradeshows and media coverage. Where necessary, we brought in third-party industry experts to help bolster nSpired's positioning as an expert in natural foods.

Results
Our work resulted in 205 million media hits across all the companyís brands, including more than 100 for their flagship brand, Maranatha, and generated a consistent flow of media coverage in targeted regions around the country for nSpiredís four food categories. Media coverage included features on the Food Network, NBCís Today Show, the Chicago Tribune (with syndication in more than 50 national food sections), and Organic Style magazine. nSpired was delighted with the results and our effectiveness, and momentum continues to this day.

 

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